The physical and digital are now two sides of the same coin: the interconnection between the two worlds creates a series of advantages for both the consumer and the entrepreneur.
Many questions, several uncertainties, but one thing is indisputable: the ongoing change, further accelerated by the pandemic, leads businesses, especially the Fashion Retail sector, to reconsider the ways of conveying their products and brand to the consumer.
According to the opinion of many experts, one of the main strategic drivers to consider to stay at the forefront is digitalization. The State of Fashion 2020 Coronavirus Update report by BoF and McKinsey & Company deems digitalization and innovation indispensable for building a successful long-term strategy.
But can online stores replace physical spaces, or would giving up the in-store shopping experience be a strategic mistake? This is a question many entrepreneurs have asked themselves. Now, the main forces of businesses are focused on online channels: there is a recognized need to improve the performance of digital platforms, explore new communication methods through social networks, and it is understandable: in 2020, according to data from the Polimi and Netcomm B2C eCommerce Observatory, the annual value of online purchases in Italy will grow by 26.7% compared to last year.
Digitalization also offers many advantages from a logistical point of view: optimizing time and warehouses, the emergence of new sales options such as click-and-collect and drive-through are some examples of concrete application of technologies. The fundamental enabling factor for all this is data, whose transparency, governance, and accuracy have never been so important.
Regarding traditional spaces, technologies serve to transform the in-store shopping experience. Despite the initial fear of many retailers and the encouraging results of e-commerce, statistics show that physical stores remain a point of reference for several consumer categories even during the pandemic: the boutique proves to be a place of socialization and identification with the values the brand promotes, as well as an island of “normality”… even more so in a world where the only available gratification is purchasing.
The store, therefore, must take a step forward from the logic applied so far and not stop at omnichannel. One of the fundamental aspects would be to ensure a safe shopping experience for its customers: the more the brand is ready to invest in protecting its customers, the more the effort will be appreciated. In this regard, multifunctional dispensers can be an excellent solution.
The C-over dispenser, designed by Bertone Design and produced by New Crazy Colors, can serve as an excellent example of a smart dispenser with extended functionalities: offering everything needed for protection, from masks to gloves and hand sanitizer, C-over, thanks to integrated sensors and cameras, is capable of collecting data necessary for marketing purposes, which are very relevant in such a delicate period.
Another fundamental aspect for post-Covid stores is the customer experience. The physical space transforms into a showcase, as it is no longer the main source of revenue. The integration of digital technologies thus allows brand managers and interior designers to create engaging and unique scenarios that no one else can replicate: the most captivating ones attract new customers, increase their loyalty, and, if truly differentiated, guarantee positive results.
The interconnection between the digital and physical worlds is achieved through the integration of sensors within shop windows and retail stores, thus allowing the revolution and improvement of the brand’s visual communication and adding additional layers of content. Once developed, digital content can be conveyed through various platforms.
MOTION SENSORS FOR SMART LIGHTING
The introduction of motion sensors connected to the lighting system allows for the creation of particular light settings emphasizing the product of greatest interest to the consumer. Consequently, the customer is involved in a dynamic and interactive experience: in the simplest case, the light turns on the object they are observing. The store manager, on the other hand, manages to obtain a precise evaluation of the product’s popularity index and a profiling of customers by macro parameters.
AUGMENTED REALITY
Augmented reality is a completely artificial digital space, where the user immerses themselves with the ability to interact with the external environment and displayed objects. It involves mixing virtual elements with real elements that envelop the customer, acting on all senses and thus bridging the gap between the brand and the consumer.
Thanks to technologies, brands can now design AR experiences that are contextually linked to static images, logos, and signs, on any surface, in the real world. When a user points their camera at a target image, the effect is activated and appears as a digital overlay in the camera. The content thus perceived lends itself perfectly to sharing on social media and therefore increases brand awareness.
HOLOGRAPHY
Holography is a photographic technique that allows for faithfully replicating reality or constructing fantasy characters or scenes as if they were real thanks to optical illusion. Thanks to holography and holograms, it is not us who immerse ourselves in virtual reality but virtual reality that enters our space.
Despite the solutions being well-known, the creator of a balanced and captivating integration remains, as they say, the architect/interior designer who works closely with the brand manager, because each brand and each space have their own unique characteristics to enhance. It is also essential to collaborate with companies active in innovation to ensure the best results both aesthetically and functionally.
